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Acknowledgement
I am very thankful to the almighty god for helping me
complete my project. I thank Mr. Partha Sengupta for
giving me the opportunity to train in the reputed
institution ‘Dhanuka Agritech Ltd.’ I am thankful to Mr. Shiv Kumar for his support and guidance. Mr Manish Rastogi gave valuable suggestions for preparing the
report.
I am thankful to my faculty especially Dr. Alok Rai for
much needed help to complete the project.
I thank my friends and my family members who
supported me all through.
(Jasraj Singh)
1
Table of Contents
2
Ch. No. Title Pg No.
Executive summary 3
1
1.1
1.2
1.3
1.4
Introduction
About the project
Dhanuka Agritech ltd.
Pilibhit District
Pesticide Industry in India
6
7
8
20
22
2 Research Methodology 26
3 Data Analysis 29
4 Findings 35
5 Recommendations 41
6 Conclusion 44
Appendixes 48
3
EXECUTIVE SUMMARY
Title : District Potential Analysis in Pilibhit
Place of study : District Pilibhit, UP
Organization : Dhanuka Agritech Limited.
Reporting officer : Mr. Partha Sengupta
Student’s name : Jasraj Singh
PROJECT BRIEF:-
The project can be divided into two parts:-
4
1. Visit Government officials and get data regarding area under
different crops and information about main crops etc
2. Visit distributers and dealers of pesticides etc to find out their
turnover and district sales and the mandi wise and molecule
wise potential of pesticides, fungicides and herbicides.
3. Visit farmers and find out the crops they grow and the
chemicals they use to control pests etc.
Objective:-
To understand the district potential in terms of crop acreage,
molecule wise, volume wise, mandi wise and competitor wise.
Scope of study: During the project I was required to meet
various dealers, distributors, officials of the agriculture
department to get information on the crop acreage, and
molecule sale in mandi. I was also required to meet progressive
farmers in mandis. The names and contact details of officials
were also to be collected.
Sources of data:-
Primary data source- Face to face interaction with farmers,
distributers and officials of agriculture department, block
development office.
Secondary data source- Internet
Research Instrument: - Open ended questionnaire
5
The survey was conducted by visiting farmers who came to sell
their produce in the mandi, distributors in the mandi as well as
nearby areas. I also visited the Block Development Offices,
District Agriculture Office, District Horticulture Office and District
Cane office
6
CHAPTER 1: INTRODUCTION
About the Project
Pesticides are an important part of agriculture. With pests and
diseases causing losses in the yield to the tune of fifty or more
than fifty percent in crops, pesticides play an important role in
maintaining the production levels of the crops. If we take
sugarcane – ‘white grub’ infestation can losses up to one
hundred percent. Such huge losses in the yield can severely
impact the economy of the country, devastate farmers and the
prices of food items will rise through the roof.
7
This project was to analyse the potential of the district Pilibhit in
terms of sale of pesticides. I was supposed to meet distributors
of various companies, farmers and agriculture officials of the
district and to judge the potential of the district. I also had to
analyse the competition faced by Dhanuka in the district.
Dhanuka is a well known brand in the country but does not have
a considerable share in the district which has fertile and
productive soils.
Dhanuka Agritech Ltd.
The company is headquartered at Dhanuka House, Karol Bagh, New Delhi.
VISION- Farmer prosperity through Dhanuka excellence.
OUR MISSION- Life Enrichment Through Science
8
OUR OBJECTIVE-
Serve the Indian farming community with safer, eco-friendly and
quality agrochemicals.
Support the grower on judicious and right use technology.
Provide customer support services on usage and environment
safety.
Pursue R & D oriented growth in bulk drugs.
Company Profile:-
With a motto of “Life enrichment through Science ”, Dhanuka
Group is engaged in the businesses of Agro-Chemicals &
Seeds under Dhanuka Agritech Limited and Pharmaceutical
Ingredients under Dhanuka Laboratories Limited.
The Rs. 500 crores (USD 125 million) Group has world class
manufacturing facilities across India including 4 Agro-Chemicals
Formulation Units, 2 Seed Processing units and a WHO-GMP
Certified API Facility.
The Group has a pan India presence, with branches in all major
Indian states and over 15000 strong dealer’s network. Our 1000
strong techno-commercial team takes the message of modern
farming to over 1crore (10 million) farmers across the country.
With a strong focus on Research & Development and Quality,
the group has emerged as the Chosen Partner for several Multi-
National Companies doing business with India
9
The Dhanuka Group is a well established manufacturer /
formulator of a wide range of popular pesticides; in ECs,
Granules, Wettables & Dust Formulations of Insecticides,
Fungicides, Weedicides, PGR, Growth Stimulant and Wetting
Agents. We are a quality conscious; customer friendly and eco -
friendly group conscious for new, safe pesticide molecules. The
group is committed to provide Customer Support Services in the
area of product usage, health, safety and disposals. Over a
span of 20 years, the group has emerged as a leading and
growing Indian Group in pesticides business with conventional
as well as diversified interests. The group is professionally
managed by a management group at the top with well defined
and planned programme with willingness to achieve a targeted
goal.
History of Company:-
Northern Minerals Limited ( NML ), a flagship company of
Dhanuka Group, was acquired as sick unit in 1980 with a
meager sales turnover of 17 million INR, is today a unit of over
900 million INR.
Dhanuka Pesticides Limited ( DPL ), was incorporated as a
Public Limited Company under Indian Companies Act 1956 in
the year 1985; primarily for manufacture of technical grade
pesticides namely Fenvalerate and Cypermethrin. DPL entered
10
into technical tie-up with E. I. DuPont De Nemours & Co. Inc., U
S A. in the year 1992 to formulate, brand and market on
exclusive and all India basis, Methomyl - Brand name Dunet
12.5 L. A 28 year old, nearly dead molecule Methomyl, which
came to India third time, and finally through our Group was
recognised in the Indian Market. In the first six months Dunet
sales was 232 KL and in the fourth year itself the sales of Dunet
touched all time high of 977 KL.
In 1984 Group established a R & D unit named Dhanuka
Agriculture Research Centre ( DARC), to carry out in-house
field research in process development. DARC is recognised by
Ministry of Science and Technology, Government of India.
In the year 1992 Group acquired another sick unit namely
Rajasthan Insecticides and Fertilizers Co. Pvt. Ltd. ( RIFCO ),
mainly to make dust formulations. This unit has crossed 10,000
MTs production in the third year itself.
The Dhanuka Pesticides Limited entered into a series of
technical tie-up agreements with a number of Japanese
Multinationals.
Takeda Chemicals Industries Ltd., Japan for Cartap
Hydrochloride and Validamycin;
Mitsui Chemicals Inc., Japan for Etofenprox;
Hokko Chemicals Ind. Co. Ltd., Japan for Kasugamycin.
11
Cartap and Ethofenprox were already in India market for over
five years without making any imprint. Dhanuka in the first year
itself sold 1635 MT of Cartap Granules ( Caldan 4G ), which in
the third year has crossed the mark of 4050 MT. Ethofenprox
( NUKIL 10 EC ) in the first year was 87 KL. Similarly
Validamycin ( Sheathmar 3L ), a new molecule in the first year
itself touched the mark of 60 KL. Kasugamycin ( Kasu - B ) is
launched in the market in the year 2000 only.
On the other hand Northern Minerals Limited ( NML ) joined
hands technically with Uniroyal Chemical Company Inc., U. S.
A. in the year 1999 to formulate and market Carboxin ( Vitavax
75 WP ), Oxycarboxin ( Plantvax 20 EC ) and Diflubenzuron
( Dimilin 25 WP ). We are in advance negotiation stage for
further MOUs with few other MNCs.
Within 17 years of its existence, the Group has diversified in
Pharmaceuticals Bulk Drugs manufacture activity, Dhanuka
Laboratories Pvt. Ltd. ( DLPL ) is established in 1997 to
manufacture Cephalexin, Cefadroxil, 7-A.D. C. A. and
Simvastatin. Within two years DLPL’s turnover is 150 million
INR and is all for exports. In just two decades the group has
touched a mark of 1500 million INR as Group’s turnover.
Dhanuka Agriculture & Research Centre
In 1984 our Group established a R & D unit named Dhanuka
Agriculture Research Centre
( DARC ), to carry out in-house field research, process
12
development. DARC is recognised by Ministry of Science and
Technology, Government of India.
Northern Minerals Limited, Mandideep, Bhopal
In the year 1992 Group acquired another sick unit namely
Northern Minerals Limited, Mandideep, Bhopal, mainly to make
dust formulations. This unit has crossed 10,000 MTs production
in the third year itself. The company has since been merged
with M/s Northern Minerals Limited.
Dhanuka Laboratories Limited
Within 17 years of its existence, the Group has diversified in
Pharmaceuticals Bulk Drugs manufacture activity, Dhanuka
Laboratories Limited. ( DLL ) was established in 1997 to
manufacture Cephalexin, Cefadroxil, 7-A.D.C.A. and
Simvastatin.
Dhanuka Seeds
Producer & distributors of certified and high quality seeds of
cereals, vegetables, oil seeds & pulses & fibers. The group is
committed to the development & supply of top quality seeds for
the benefit of the farmers, which is one of our main corporate
objectives. For all trade enquiries please contact Seed
Division.
13
The group has made a modest beginning for the production
and supply of seeds with a dedicated team of high qualified
seed for crops namely sunflower, soybean , wheat , cotton and
vegetable seeds of peas , tomato , chilies , onion are
introduced in the recent part.
The Group has an excellent rapport with the farmers at the
grass root level through our experienced staff at 24 Regional
Offices spread throughout the country & is also backed by a
strong network of distributors / dealers. Dhanuka takes pride in
its strong marketing, sales & distribution set up. This set up for
pesticides and seeds business comprises of:
Zonal offices headed by General Managers/ Directors,
27 branches with large and dedicated warehousing facilities to
meet seasonal requirement,
Technical support teams,
Dhanuka Rapid Action Force at Zonal and Corporate level,
Distributor and dealer base for supporting the seeds and
pesticides trade,
Matching communication infrastructure at all levels.
In pesticides industry the right use is as important as the right
product in right quantity at the right time. With literacy levels in
rural India being very low educating the farmers is a herculean
task particularly in a vast country like ours, where terrains are
difficult, agro climatic conditions are diverse, large variety of
14
crops is present and land holding is fragmented resulting in
extensive training requirement for very small farmers.
The marketing team is expert in relationship management. They
visit villages as per predefined schedule for the week, for giving
product demonstrations and providing technical advice to
farmers on right use of technology and about specific crop
related problems. Dhanuka team is specially trained before
each season to answer queries from the farmers and channel
partners. They are also equipped with product literatures,
product samples, demo kits etc. to provide on the spot
solutions.
Classroom and field training for safety and new products is a
regular and ongoing activity.
Media publicity about the products, diseases and insects is
carried out at state and Zonal level apart from large scale
campaigning supported by wall paintings and publicity in fares,
and below the line advertising and publicity.
15
Future plans of the company :
The company has plans to develop its own Research and
Development facility, so that it can reduce its dependence on
foreign companies for new molecules and gain an advantage
over its competitors.
Set up Seed Testing Laboratory with latest technology.
Create strong & modern infrastructure in the production area to
improve quality and reduce operational costs.
Have partnerships with reputed multinational companies for
obtaining latest technology and molecules.
16
Awards:-
Institute of Trade & Industrial Development Award for Quality
Excellence in 1992. The prestigious award was presented to
Mr. R. G. Agarwal, the Managing Director, Northern Minerals
Limited by Shri Pranab Mukherjee, Hon?ble Minister of
Commerce, Government of India, on the occasion of
the National Seminar on Quality Consciousness, organised by
the Institute on 18th December, 1993.
Institute of Trade and Industrial Development Swatantrata
Swarn Jayanti Udyog Vibhushan Award
for Excellence in Industrial Performance was conferred on Shri
R. G. Agarwal on 27th January, 1999.
Indira Gandhi Priyadarshani Award - 1992, was presented to
Mr. M. K. Dhanuka, Managing Director, Dhanuka Pesticides
Limited for outstanding achievements and contributions on 76th
Birth Anniversary of Smt. Indira Gandhi by Shri K. C. Pant,
Chairman, Planning Commission on 18th November, 1992 at
New Delhi.
Yuva Rattan Award - 1992, was presented to Mr. M. K.
Dhanuka, Managing Director, Dhanuka Pesticides Limited by All
India Youth Congress on 6th October, 1992 at New Delhi.
Udyog Rattan Award was conferred upon Mr. M. K. Dhanuka,
Managing Director, Dhanuka Pesticides Limited at the time of
the conference on Economic Development by Institute of
Economic Studies.
17
A award was conferred upon Mr. M. K. Dhanuka, Managing
Director, Dhanuka Pesticides Limited by Lions Club for
rendering invaluable support and co-operation of lionistic
activities during 1998 - 1999.
Mr. R. G. Agarwal has been nominated for ITID Rajat Jayanti
Udyog Award, 2000.
18
SWOT ANALYSISStrength:
1. A profit making private limited Pesticide Company. The
company has been making good profits.
2. Company has a strong R & D wing in pesticides and is also
developing the seed research and development wing.
3. Company has a good market share in U.P.
4. Strong brand image for its product. Its products are
considered to be of good quality.
Weakness:
1. Most of the decisions are based on traditional selling
concept. The company focuses on selling its products only
during the peak season. Otherwise there is no marketing effort.
2. Less market development attitude and high profit earning
motto.
Opportunities:
1. Growth in pesticide market in the operational area of the
company.
2. Marketing of pesticide/ services under one roof. The
company has all its business under one management and the
different products like seed and pesticides are sold under the
name Dhanuka.
3. Increase in market share of pesticides.
19
Threats:
1. Huge competition from national as well as multinational
companies. MNCs have a strong research and development
base.
2. Requires large investment for developing different molecules to
meet the demand of farmers. With pests becoming resistant to
existing molecules, discovering or inventing new molecules is a
difficult as well as a costly exercise.
3. Uncertainty in market factors and changing market scenario.
4. Wide variation in demand. Demand of the products varies with
the season, and also depends on the kind of crop the farmer is
growing in the particular season. Demand is also affected by
incidence of pests or diseases, which is quite uncertain and
does not follow a pattern.
5. Agriculture is also called the ‘gamble of monsoon’. Pesticide
demand also depends on the rainfall, especially during the
kharif season.
20
District Pilibhit
District Pilibhit is located in the Tarai region. It comes in the
agro climatic zone 3. The soil of Pilibhit has pH 7 to 8.1.
Pilibhit is surrounded by districts U S Nagar on its north,
Shahjehanpur in its south, Lakhimpur in the east and Bareilly in
the west.
Block wise map of Pilibhit
Pilibhit has 3 tehsils namely Bisalpur, Puranpur, and Pilibhit.
There are 7 Blocks in the district which are Amaria, Marori,
Lalorikhera, Barkhera, Bisalpur, Bilsanda and Puranpur. There
are 1443 villages in the district.
Agricultural loan which is important input in agriculture were
disbursed to the tune of Rs 492 crores in 2006-07 which was
almost of 2003-04 which shows that more farmers have access
21
to agricultural loans. Therefore it can be inferred that agriculture
is advancing.
The total area of the district is 3504 sq km. Of the 377775 ha
area of the district 235092 ha is cultivated. Out of 2.35 lakh
hectares cultivated area 2.25 lakh hectares are irrigated. Of the
total area 61 % is under cultivation and 21.1% under forest.
The gross sown area in the district is 4.19 lakh ha and the
cropping intensity 178.4%. 84% of the farms are less than 2
hectares in size.
The major crops grown in the district are Paddy, Wheat and
Sugarcane. The other crops grown in the district are Maize,
Bajra, Soybean, Moong, Urd and Black gram, The horticultural
crops grown are Mango, Litchi, Banana and Guava. Pea, Chilli,
Tomato, Cucurbits are the vegetables cultivated. Medicinal
plants are grown in a very small area.
22
Pesticide industry in India
The total consumption of pesticides in India is about 500 million
tonnes making it the 10th largest consumer of pesticides in the
world. India is presently the largest manufacturer of basic
pesticides among the South Asian and African countries, with
the exception of Japan. The Indian pesticides market is the 12th
largest in the world with a value of US$0.6 bn, which is 1.6% of
the global market pie. India is one of the most dynamic generic
pesticide industries in the world, having a total installed capacity
of technical grade pesticides consisting of large and medium
scale and 400 pesticide formulators (of all sectors) spread all
over the country for use in agriculture, public health, household
and plant protection. Overall, it can be said that there is a bright
future for agro-chemical companies in India in the post-patent
era.
Our country is endowed with a good degree of ethnic and
regional diversity. About three-fourth of the total population
resides in the rural areas and majority of them are dependent
upon agriculture for their subsistence. Agriculture contributes
about 24.7% to the Gross Domestic Product (GDP) of the
country. It also contributes about 13.1% to the total Indian
exports. This sector provides employment to 58.4% of the
country's workforce and livelihood to more than 650 million
people. Despite this fact, the condition of these people has not
shown any significant improvement.
The development of the nation largely depends upon the
development of the rural population. Mahatma Gandhi had once
23
said: "India's way is not Europe's. India is not Calcutta and
Bombay. India lives in her several hundreds of villages".
Pesticide is the most important input component for productive,
agriculture. In the significant advances that India made in
agriculture in the last four decades, the role of the pesticide
sector has been substantial. The expansion of pesticide
industry has occurred in parallel with growth in agricultural
productivity. Given the fact that sustained growth to cope with
increasing demand will depend more on the pace of
development and adoption of innovative technologies, the
pesticide would continue to be a vital component for decades to
come. The organized pesticides industry of the country is just
forty years old. Yet, its growth has been phenomenal. India is
one of the few countries where the pesticide sector is already
reasonably advanced. The private pesticide industry is no more
confined acquired technological strength to cater to the
molecular needs of tomorrow but to just production and
marketing of pesticide. It has as well acquired technological
strength to cater to the molecular needs of tomorrow.
Today 144 Pesticide molecules are registered in India, 65
technical grade pesticides are manufactured indigenously, Bulk
of the production is insecticides followed by fungicides and
herbicides. There are around 400 manufacturing units involved
in the production of pesticides technicals and their formulations.
Also almost every MNC banning the Japanese have invested in
the production of pesticides in India.
24
Certain Indian Companies have made substantial investments
and have made a name and reputation for themselves in the
world markets. India is now recognized as an important source
for supply of generic products. A very large number of units in
the small scale sector are involved in formulations and sell their
products essentially on regional basis.
Given the large and well spread manufacturing base, it would
seem that India should be in a very happy situation in protecting
its agricultural wealth from the ravages of pests and diseases.
Certain environmentalists have even opined that large scale
use of pesticides is seriously affecting our environment. Yet we
lose more than Rs.20,000 crores of crops due to pests. Another
significant aspect of the pesticides business in India are the
challenges of marketing. Due to poor infracture of
communication and road/rail network, the marketing of crop
protection chemicals is a very expensive business. The problem
are duly compounded by the gross musses of authority by the
officials and inspections of many of the states who instead of
properly regulating the use of pesticides are in fact strangulating
pesticide manufacturers, dealers and distributors.
India produces 90,000 metric tons of pesticides a year. India’s
pesticide industry is the largest in Asia and the twelfth largest in
the world. With over 400 million acres under cultivation and over
60% of the country’s population dependent on agriculture, the
country’s economy depends on the agricultural sector to a
substantial extent.
India loses nearly 30% of its potential crop to insects, weeds
25
and rodent attacks. The Pesticides/Crop
Protection/Agrochemicals industry plays a crucial role in
protecting crops from damage by weeds, pests, insects and
fungus, both before and after harvest. This helps to increase
crop yields, which is important given the rate at which cultivable
land is shrinking.
Pesticides, also referred to as agrochemicals, are chemical
compounds used for crop protection. The industry manufactures
two main types of products :-
a) Technical grade pesticides (the basic concentrated chemical
compound).
b) Formulations from these technical grade pesticides (the
usable form of pesticides).
Technical grade pesticides are both manufactured locally as
well as imported.
26
CHAPTER 2: RESEARCH METHODOLOGY
27
Research design:
The research was designed to be descriptive. A descriptive
research study is concerned with describing the characteristics
of a particular group. In this kind of study the researcher must
be able to define what he wants to measure and must find
adequate means of finding and measuring it. The design must
be rigid and provide for protection against bias and maximize
reliability.
Research Technique:
Schedule was used to collect relevant data. The schedule was
designed by the company officials. It consisted of open ended
questions (The respondent would have to enter the answers).
A schedule is similar to a questionnaire but the difference is that
the schedule is to be filled by the enumerator (researcher or a
person appointed for the purpose). The enumerators go from
respondent to respondent asking questions in the order given in
the schedule and record the answers in the spaces provided.
Research Tools:
The interpretation was done with the help of percentage
analysis and by calculating the mean of the response given by
the respondents (The response was quantitative).
28
Sampling Technique:
Random Sampling was used to determine the respondents. I
visited most of the government officials as it was required in the
project. The officials I queried were District Agriculture Officer,
District Horticulture officer, District Cane Officer, Plant
Protection Officer and the various officials of the Blocks.
The project required me to make visits to the mandis, and the
district agriculture officials. I met farmers who were visiting the
mandis to sell their produce. The farmers I met were there to
sell either summer rice or vegetables.
70 farmers were interviewed, 10 from each block. 20
distributors were interviewed majority of them were from Pilibhit
and Puranpur blocks.
29
CHAPTER 3: DATA ANALYSIS
30
Sale of Pesticides:
1. 450 MT Tonnes of Cartap Hydrochloride 4G (Caldan 4G) is sold
in the district. Dhanuka sells 5 MT of Caldan 4G which is 0.7%
of the total sale. UPL and Krishi Rasayan sell 5 MT and 40 MT
(5.7%) of cartap-hydrochloride.
Total Dhanuka UPL Krishi Rasayan
Biostadt Coromandel0
50
100
150
200
250
300
350
400
450
500450
5 540 50 50
Sale of Caldan 4G (MT)
Caldan 4G
Figure : Sale of Cartap Hydrochloride 4G
2. 3 MT of acetamiprid (Dhanpreet) is sold in the district. Share of Dhanpreet is negligible or zero.
3. 8 MT of Quinolphos (Dhanulux) is sold in the district. Dhanuka does not sell any of it.
4. Indoxacarb (Dhaava) has volume of only 0.5 KL
5. Bipenthrin sells only 100 litres6. 0.7 KL of Kasubamycin are sold in Pilibhit district.7. 2.7 KL of Pendimethaline is sold in the district.8. 50 KL of Chloropyriphos (Dhanvaan) is sold in Pilibhit district.
Dhanvaan accounts for 0.3KL (0.6% ) of chloropyriphos sales.
Krishi Rasayan has sale of 15 KL and Devidyal 4 KL
31
Krishi Rasayan Dhanuka Devidyal Others0
5
10
15
20
25
30
35
15
0.3
4
30.7
Chloropyriphos Sale (KL)
Figure: Chloropyriphos sale (KL)
9. Carbendazim + M 45 has volume sales of 6.6 MT. Dhanuka sells 1 MT of sixer.
Total Dhanuka0
1
2
3
4
5
6
7 6.6
1
Sixer
Sixer
Figure : Sale of Sixer
32
10. Validamycin (Sheathmar) has volume sales of 2.2 KL
in the district. Dhanuka accounts for only 0.15 KL i.e. 6.18%.
Total Dhanuka0
0.5
1
1.5
2
2.52.2
0.15
Sheathmar
Sheathmar
Figure : Sale of Sheathmar
11. 23.7 KL of Pretilachlor is sold in the district. Dhanuka
accounts for 2.1% of Pretilachlor’s market.
Total Dhanuka Syngenta0
5
10
15
20
2523.7
0.5
8.33
Craze
Craze
Figure: Sale of Pretilachlor (KL)
33
12. Sea weed extract (Dhanzyme) has 1039 MT sale in the
district. Dhanuka sells 40MT Dhanzyme , Krishi Rasayan sells
100 MT and PI sells 70 MT of Zyme or sea weed extract.
Total Dhanuka Krishi Rasayan PI0
200
400
600
800
1000
12001039
40100
70
Dhanzyme
Dhanzyme
Figure : Sale of Sea Weed Extract (MT)
13. Tricontanol sales are 105 MT.
There are chemicals from other companies which have good sales.
Some of them are –
1. Chloropyriphos + Cypermethrin (Krishi Rasayan) – The
company sells 10 KL of this chemical
2. Phorate G is another important insecticide. PI sells 100 MT of
this chemical.
3. The most important weedicide of Paddy is Butachlor. More than
2 Lac litres of butachlor are sold and Machete of sinochem has
the largest share of 1 lac litres.
4. Imidacloprid 17.8 SL is used for controlling thrips. Around 5KL
of this are sold in Pilibhit District.
5. Isoproturon has sales of 4 MT in the district.
34
Farmers awareness of Dhanuka and its penetration
1. 60 % of the farmers interviewed knew Dhanuka was an
insecticide, pesticide or herbicide company.
10% of the farmers had used a Dhanuka product.
Recognised Did not Recognize0
10
20
30
40
50
60
70
Used Dhanuka ProductNot used Dhanuka Product
Figure : How many farmers recognized and used Dhanuka products
2. The products that the farmers had used were craze, ozone and
dhanzyme.
3. 50% sale is from Puranpur mandi, 30% from Pilibhit and
Bisalpur gives 20% of the total molecule sale.
4. Most of the large farmers are situated in areas surrounding
Puranpur, Majhola, Amaria and Nurea.
35
CHAPTER 4: FINDINGS
36
Pilibhit is one of the districts with the highest potential for the
sale of pesticides, fungicides and other agricultural inputs given
the high fertility of the soil and the farmers who are advanced
and keep up with the latest developments in agriculture.
A) Crop Acreage
Among all the crops grown in the district Wheat occupies the
largest area under cultivation i.e. 180000 hectares or around
446400 acres. Rice is cultivated in 160000 hectares and Sugar
cane in 70816 hectares. This shows that Paddy, Wheat and
Sugarcane are the most important crops in the district. These
crops have a high susceptibility to diseases and insects
signifying the great demand of pesticides in the district.
Oilseeds are also grown in large area i.e.16000 hectares. This
area includes both the seasons i.e. kharif as well as rabi.
Vegetables in kharif occupy an area of 1425 hectares. Of this
Brinjal is grown in 275 hectares, Okra in 325 hectares, chilli in
250 hectares and cucurbits in 575 hectares.
Rabi vegetables occupy 3282 hectares. The distribution of the
area under different heads is – potato 257, onion 240, tomato
230, okra 270, brinjal 310, chilli 425 and cole crops 650
hectares.
Pulses occupy an area of 550 hectares.
37
B) Competition
Apart from Dhanuka the companies doing business in the
district are BASF, Bayer, Biostadt, Dupont, Excel, Gharda, PI,
Nagarjuna, Rallis, Syngenta, UPL, Krishi Rasayan, Crystal
Phosphates ltd and a host of local companies like Somanil,
Parijat etc.
Crystal Phosphates ltd has the greatest turnover in the district
which is around Rs. 2.25 crore.
Krishi Rasayan stands at number 2 with a turnover of Rs. 1.75
crore.
The largest companies in the district in terms of turnover are
Crystal Phosphates Ltd.(Rs. 2.25 crore), Krishi Rasayan (Rs.
1.75 crore), Bayer (Rs. 1.5 crore), Syngenta (Rs. 1.25 crore),
Rallis India (Rs. 1 crore)and Biostadt(Rs. 1 crore).
Dhanuka has a turnover of Rs. 0.48 crore.Figure 2: Turnover of a few companies
Crystal Krishi Rasayan
Bayer Syngenta Rallis Biostadt Dupont Gharda UPL Dhanuka0
0.5
1
1.5
2
2.52.25
1.75
1.5
1.25
1 1
0.55 0.5 0.5 0.49
38
C) District Sales of Chemicals*
The Agriculture department provided data regarding the sales of
chemicals in the district. The sale was according to the
technical content.
Category Department Sale*
Private Sale*
Insecticide Dust 10213 kg 93000 kgInsecticide
Liquid
1870 l 17220 l
Fungicide 5987 l 33996 lHerbicide 6721 l 75210 l
1. The private sale (by dealers) of insecticide dust and granules in
Kharif season in 2008-09 was 60000 kg and in the Rabi season
was 33000kg.
2. The private sale of insecticides liquid was 10000 litres in Kharif
and 7220 litres in Rabi.
3. 38850 l of herbicide technical content was sold in Kharif and
36360 l in Rabi season by the private players.
*The quantity mentioned is in technical grade.
39
Of the 70 farmers interviewed two had 2 hectares land, fifteen
farmers owned land between 2 and 4 hectares, 27 farmers
owned land between 4 and 10 hectares. Twenty five farmers
owned more than 10 hectares.
Major Insects –
1. The main insects of Paddy are Termite, Borer, Brown Hopper
2. Main insects of Sugarcane are Termite, Shoot Borer and Top
borer.
3. The main insects of Wheat are Termite and Aphid.
4. Potato crop is infected by Aphids.
5. Pod borer is major pest of pea.
Major Diseases –
1. Major Paddy disease is Blast.
2. Major diseases of Wheat are Karnal bunt and Rust.
3. Major disease of Sugarcane is Red rot
4. Major diseases of Pea are Rust, Mildew, and Blight.
40
Insect Control
1. For control of insects in Paddy the insecticides used mainly are
Chloropyriphos , Monochrotophos, Cartap 4G, Cypermethrin
and Endosulphan.
2. In sugarcane, Cartap 4G, Chloropyriphos + Cypermethrin and
fipronil (Regent) are used.
3. Insects of potato are controlled by applying monochrotophos or
furadon.
4. Imidachloprid is used to control thrips and pod borer in pea
Weed Control
1. For weed control in Paddy the most common herbicide is
Butachlor 50% ec. It is used in almost 70% of the paddy
growing area. Pretilachlor is the next most common used
pesticide. Around 24 KL of pretilachlor are sold in the district.
2. Sulfosulfuron and Metribuzin are used for weed control in
wheat.
3. In Sugarcane metribuzin, atratof, 2,4-D, glyphosate, atrazine
are used to control weeds, but usually manual weeding is done.
4. Metribuzin is used in potato for weed control.
Disease Control:
1. For control of Rust, Mildew and Blight in pea Bavistin,
streptrocyclin are commonly used. Sulfur is also used to control
powdery mildew.
2. Redomil of Syngenta, Bavistin, Thiram etc are used to control
fungal diseases in Potato.
41
CHAPTER 5: RECOMMENDATIONS
42
1. The company should increase the marketing staff in the district to
handle sales and promotion as most of the distributors complained
about shortage of staff in the district. There were only 3 field
assistants in the district which is not sufficient to handle all the
activities related to sales and promotion. Besides the sales
executive did not visit distributors in Amaria block. Sufficient staff
should be appointed (including field assistants).
2. Beef up the promotional activities for Dhanuka’s products, as the
product knowledge among the farmers was very less. Very few
farmers had used Dhanuka’s products, and usually these had to
be pushed by the distributors. Farmers did not come asking for a
product of Dhanuka, but they did ask for products of companies
like Syngenta, Devidyal etc.
3. Create a core group of molecules (that have the highest volume
sales) and promote them extensively. The group should contain
Caldan 4G, Craze and Dhanzyme. These molecules had the
highest sales among all the molecules produced by Dhanuka, but
were promising products, and the molecule category had great
potential.
4. Result demonstrations should be held at farmers’ fields to show
the quality of Dhanuka products. In result demonstration, a product
is used in a given field and the results are compared to nearby
fields in which another product was used, or with a control plot.
The differences in results of the two can be judged by the farmers.
This will also justify the higher price (which is comparable to
MNC’s) of Dhanuka products.
5. Distributors were reluctant to push sales of Dhanuka as they got
better deals and margins from other companies, especially local
ones. The local companies gave margins of about 50%. Dhanuka
43
should work out deals which are attractive to the distributors. Since
it is not possible to give such huge margins as that will mean
reduction in the quality, the company can bring out lucky draw
schemes or other ways to encourage distributors.
6. The company should also avoid giving distributorship to those who
have distributorship of local companies.
44
CHAPTER 6: CONCLUSION
45
Pilibhit is one of the largest agri-inputs markets in Uttar
Pradesh. Intensive farming is practised in the district with a crop
intensity of 178%.
Cartap Hydrochloride has volume of 450 MT in the district of
which Dhanuka sells only 5MT . The main players selling the
molecule are Coromandel and Biostadt (50 MT each). There is
a lot of potential for increasing the sale Caldan 4G.
The market for chloropyriphos is 50 KL of which Dhanuka
accounts for only 0.3 KL which is very less.
Paddy crop has the highest potential for herbicides. 280 KL of
Butachlor 50 EC is consumed in the state for application in
112000 hectares. Pretilachor has a market size of around 24 KL
i.e. it covers about 19000 hectares of Paddy.
Sixer sells only 0.3 MT as compared to 6.6 MT of the total sale
of the molecule.
Farmers have begun to understand the importance of using
Plant Growth Regulators in their crops. The market for Sea
Weed Extract is nearly about 1000 MT. This shows that Sea
Weed Extract is used in nearly 50000 hectares (at an
application rate of 8 kg). And, unlike insecticides, which are
used at the incidence of insects, PGR are used in a crop to
increase its growth. Once the farmer who uses it is satisfied he
will use them regularly. Therefore it can be said that the market
46
for PGR is bound to grow and Dhanuka with its excellent
product can go to capture a large share of the market.
Dhanuka should increase the amount of publicity it does and
should extensively promote its products.
47
Table: Crop Acreage
48
Season Crop Area (ha)
Kharif
Paddy 160000
Pulses 550
Brinjal 275
Okra 325
Chilli 250
Cucurbits 575
Total 161975
Rabi
Wheat 180000
Potato 257
Onion 240
Tomato 230
Okra 270
Brinjal 310
Chilli 425
Cole Crops 650
Oilseeds 16000
Sugarcane 70816
Appendix I
List of Agriculture Department Officials
S. No.
Name Designation Mobile No.
1. Dr. V. B. Singh District Cane Officer 9410455539
2. Mr. Vijay Chand District Horticulture Officer 9369327087
3. Mr. Yashraj Singh District Agriculture Officer 9412430105
4. Mr. H. K. Upadhyay Deputy Director Agriculture 9450824281
5. Mr. Chet Ram Plant Protection Officer 9410896834
49
Appendix II
Block Officials
S.
No
Name Designation Headquarter Contact No.
1 Mr. P K Shukla BDO Amaria 9758625020
2 Mr. Bhanu Pratap ADO AG Amaria 9917056332
3 Mr. Dinesh Singh ADO ISB Amaria 9719939820
4 Mr. R B Lal ADO SK Amaria 9761664608
5 Mr Virendra Kumar ADO Coop Amaria 9411091146
6 Mr. Virendra Pal VDO SK Amaria 9720015086
7 Mr. Rajendra Kumar
Mathiya
GVA Amaria 9758279411
8 Mr. Om PRakash VDO Amaria 9758279280
9 Mr Yashwant Sinha GVA Amaria 9412667045
10 Mr. Ram Kishore GVA Amaria 9410259878
11 Mr. Bhagwan Das GVA Amaria 9412870517
12 Mr. Pankaj Sharma GVA Amaria 9927177613
13 Mr. Babu Ram Gangwar GVA Amaria 9719199367
14 Mr Vikas Pandey GVA Amaria 9927080547
15 Mr. Inder pal Singh
Yadav
BDO Lalorikhera 9412376325
16 Mr. Ram Prakash
Maurya
GVA Lalorikhera 9412134132
17 Mr. Najam Iqbal ADO Coop Lalorikhera 9412846879
18 Mr. Khem Pal Singh
Gangwar
ADO Stat Lalorikhera 9412847464
50
19 Mr. Karan Singh ADO ISB Lalorikhera 9759315178
20 Mr. Dharam Das Verma GVA Lalorikhera 9411285984
21 Mr. Suresh Kumar ADO Ag. Lalorikhera 9837605765
22 Mr. Nagendra Kumar GVA Lalorikhera 9411646765
23 Mr. Puran Singh Panna GVA Lalorikhera 9411036279
24 Mr. Rajesh Kumar
Gautam
GVA Lalorikhera 9412313030
25 Mr Jivan lal Arya BDO Barkhera 9919678153
26 Mr. Virendra Pal
Sharma
ADO SK Barkhera 9720015086
27 MR. R D Gangwar ADO Coop Barkhera 9456891189
28 Mr. Vishambar Dayal GVA Barkhera 9719918305
29 Mr. Ramchandar GVA Barkhera 9457644088
30 Mr. Ram Kishore GVA Barkhera 9410259878
31 Mr. Jayanti Prasad GVA Barkhera 9758671664
32 Mr. Vivek Verma GVA Barkhera 9758656520
33 Mr. Ram Prakash GVA Barkhera 9759641263
34 Mr. Dharmendra Kumar GVA Barkhera 9758164729
35 Mr Anil Kumar GVA Barkhera 9412851885
36 Mr Prakash Kumar
Mishra
GVA Barkhera 9411977039
37 Mr. R K Shukla GVA Barkhera 9720565936
38 Mr. Mahesh Chandra
Verma
ADO St Barkhera 9412846870
39 Mr Govind Prasad
Tripathi
ADO ISB Barkhera 9760138072
40 Smt Sudha Arya BDO Marori 9369722377
41 Mr Jalaluddin GVA Marori 9259801796
42 Mr Akhilesh Kumar GVA Marori 9410027722
51
Singh
43 Mr. Narendra Kumar
Singh
GVA Marori 9412808960
44 Mr. Rupesh Kumar
Singh
GVA Marori 9411284390
45 Mr. Mussaraf Hussain GVA Marori 9457432457
46 Mr. Ashok Kumar Singh GVA Marori 9410625529
47 Abhas Kumar Singh ADO Marori 9411689713
48 Mr. Lal Bahadur GVA Marori 9411285669
49 Mr. Dhirendra Kumar
Sen
BDO Puranpur 9415164495
50 Amol Kumar Puranpur 9410025275
51 Lal Bahadur Gangwar Puranpur 9411285669
52 Brijesh Puranpur 9412667081
53 Lal Bahadur Morya Puranpur 9719336995
54 Surendra Singh Puranpur 9411976122
55 Virpal Singh Puranpur 9410626056
56 Pankaj Sharma Puranpur 9795951274
57 Harish Bharati Puranpur 9412679254
58 Raja Ram Puranpur 9411497297
59 Kripa Kumar Puranpur 9719646058
60 Dinesh Kumar Puranpur 9450640338
61 Atul Pathak Puranpur 9411496098
62 Pawan Puranpur 9412482712
63 Rajiv Puranpur 9412554893
64 Suresh Puranpur 9410819854
52
Appendix III
List of distributors
Name of Firm Place Contact Person Contact No.
Turnove
r
Rohilkhand Krishi Seva
Kendra Amaria Ashok Kr Gupta
941232976
2 0.55
Punjab Pesticides Amaria Gurvinder Singh 941062780 0.2
53
4
Dashmesh Khad Bhandar Majhara, Majhola Gurnam Singh
975966912
0 0.1
Vijay Khad Bhandar Puranpur Govind Lal Sharma
941258533
4
Krishi Agro Enterprises Puranpur Umesh Chandra Jaiswal
941002424
3 0.45
Durga Khad Bhandar Puranpur Rajesh Gupta 5
Pubjab Khad Bhandar Puranpur M. Z. Khan
945605989
9 2
Shukla Khad Bhandar Puranpur Ashish Shukla
941243397
0
RBS Mittal & Co Bisalpur Devendra Agarwal
941248245
9 0.18
Pal Agro Traders Majhola Jaspal Singh
992799051
2
Friends Khad Bhandar Majhola Dilbag Singh
941229634
2 0.88
Chandra Agro Traders Nurea Tara Chandra
999749951
0 0.45
Singh Agro Traders Nurea Malkit Singh 942847068 0.25
Agarwal Khad Bhandar Pilibhit Rakesh Kumar
945608444
3
Chaudhary Agro Traders Pilibhit Satyendra Mishra
941128502
7 1.4
Master Beej Bhandar Pilibhit Navneet
941238037
8 0.35
Keshav Enterprises Pilibhit Swadesh Kumar Gupta
941253161
4 0.4
Pilibhit Khad Nigam Pilibhit Navin Agarwal
941213448
5 7
Upasana Agro Traders Pilibhit Shyam Bahadur
976188294
8 0.3
54
Appendix IV
Questionnaire for Distributor
Name of mandi: --------------------------------------------------- Date: -----------------------------------------------
Name of the firm: ------------------------------------------------ Add: ------------------------------------------------
-------------------------------------------------------
Contact person: -------------------------------------------------- Mob: -----------------------------------------------
Name of Interviewer: ------------------------------------------
(1) What is the crop rotation of the area:-
1.
2.
3.
4.
(2) Name of the companies for which you are dealing & their turn over:
S.No. Name of the company Turn over in Lac.
1
2
3
4
5
55
6
7
(3) Name of the top 3 distributors of mandi:-
Name of distributor Place Total Turnover (Lac)
(4) Main product & their Volume company wise in the mandi :-
Company Product/Vol. Product/Vol. Product/Vol. Product/Vol. Product/Vol. Product/Vol. Product/Vol.
(5) Total market potential (volume) main products (Qty in LT /Kg):
Product / Tech name Total market size Main market player Total potential
56
(6) Total sales company wise for the year 2008-09 (value in Lac):-
S.No. Name of the company Total sales 2008-09
1
2
3
4
5
6
7
57
Appendix V
Questionnaire for Agriculture Department
1. Main crops of the area, their acreage and main insect / disease / weeds problem of crop :-
KHARIF:-
Crops Acreage Main Insect Disease Weeds
RABI:-
Crops Acreage Main Insect Disease Weeds
58
VEGETABLE:-
Crops Acreage Main Insect Disease Weeds
Appendix VI
Questionnaire for Farmers
Name of the farmer: --------------------------------------------S/o -----------------------------------------------------------
Village: --------------------------------------------------------------District: -----------------------------------------------------
Mobile No: -------------------------------------------------
Total land holding: ------------------------------------------------
(8) Main crops of the area, their acreage and main insect / disease / weeds problem of crop/ confirm that farmer can read leaflet:
KHARIF:-
Crops Acreage Name Product used
Main Insect
Disease
Weeds
Main Insect
Disease
Weeds
Main Insect
Disease
59
Weeds
RABI: -
Crops Acreage Name Product used
Main Insect
Disease
Weeds
Main Insect
Disease
Weeds
Main Insect
Disease
Weeds
VEGETABLE CROPS:-
Crops Acreage Name Product used
Main Insect
Disease
Weeds
Main Insect
Disease
Weeds
Main Insect
Disease
60
Weeds
61
